Advertiser: HEINEKEN INTERNATIONAL
Agency: IRIS
Category: Alcoholic Drinks
Advertising campaign: REMIX OUR FUTURE
Heineken Concept Development Graduate : Marjolein van Osch (Heineken International)
Global Head of Design: Mark van Iterson (Heineken International)
Heineken Brand Consumer PR Office: Marnie Kontovraki (Heineken International)
Planning Director: Michael Barrett (Iris)
Head of Production: Richard King (Iris)
Account Manager: Rachel Newman (Iris )
Creative Director: Tom Ormes (Iris Amsterdam)
Group Account Director : Vicki Harding (Iris )
Account Executive: Lizzie Colville (Iris)
Senior Account Director: Matt Atherton (Iris Amsterdam)
Heineken Concept Development Manager : Els Dijkhuizen (Heineken International)
Group Account Director : Gemma Duffy (Iris)
Managing Director/Experience: Nico Tuppen (Iris)
Senior Production Manager: Nicola Retter (Iris)
Creative Consultant: Robin Davies (Iris)
Outcome
Over the course of the campaign, thousands of articles both in press and online were generated…20 PechaKucha Nights celebrated the remix theme with a creative audience… And 1 million anniversary bottles were sold……helping us to reach more than 50 million people across the world, who got the chance to celebrate Heineken’s 140 years and take part in remixing its future.Almost 2000 designs were entered – way above expectations in both numbers and quality – showing that designers really wanted to spend time with the brand. The site attracted almost 150,000 visits from fans in just a few months.
Client Brief Or Objective
The aim was to support the positioning of Heineken as a global design-led brand. The brief, to leverage its 140 year anniversary as an opportunity to talk about its rich design past whilst looking forward to the future. We wanted to bring to life the inventive, open and worldly characteristics of the brand.We wanted to give existing Heineken fans the chance to celebrate with the brand, and extend the reach to a new design-led audience.
Implementation
Remix our Future was created so Heineken fans could immerse themselves in the rich history of the brand, and give designers a role in designing its future.Followers of Heineken could explore, for the first time, an archive built of 140 years worth of design assets and use it as their inspiration to design the next Heineken bottle.They could use individual elements or a combination to create a remix of the past, for the future.The best design will be turned into a real bottle, sold globally. The target was 1,000 designs and 100,000 visits.
Relevancy
Giving fans around the world access to Heineken’s design heritage and the freedom to ‘remix’ the brand enforced that design has always been in Heineken’s DNA and enhanced it’s open characteristic.The anniversary gave a timely rationale and helped to drive thousands of PR articles, which in turn drove visitors and entries in droves. Heineken explored its own innovation in design remix for the launch. We constructed a giant, interactive display, made from 5,000 recycled beer bottles, on the side of Heineken’s birthplace in Amsterdam. Bottle designs were showcased and fans could interact by sending in celebration messages.